The first ingredient in the food is unidentified cereals. This is a low quality ingredient and may be comprised of any range of grains, grain fractions and floor sweepings. Such a description gives the consumer no information whatsoever of the content and nutritional quality of the ingredients, and we note that this only occurs in the lowest quality products. We have no confidence at all that this product contains good quality grain. Moreover, the main ingredients in any dog food should not be grain/cereals, which are not a natural foodstuff for dogs. Foods intended for canines should be based on meat. The meat content of this product is likely to be as low as 4% of the total product.

The meat content of this food is byproducts. There is no identification of species, and this low quality ingredient could be anything. It is impossible to ascertain the quality of by-products and these are usually products that are of such low quality as to be rejected for use in the human food chain, or else are those parts that have so little value that they cannot be used elsewhere in either the human or pet food industries. Meat byproducts are defined as "clean parts, other than meat, derived from slaughtered mammals. It includes, but is not limited to, lungs, spleen, kidneys, brain, livers, blood, bone, partially defatted low-temperature fatty tissue and stomachs and intestines freed of their contents. It does not include hair, horns, teeth and hooves". Note that this definition excludes actual meat. Likewise, there is no identification of the fat content of the food, which quite simply, could be anything. Plant derivatives are byproducts, being culls, potato peelings and other rejects of human food production.

The food has added minerals, but no information about these is given and it may contain synthetics. Likewise, the preservative is undisclosed and may be chemical preservatives such as ethoxyquin, BHT and BHA which are allowed in pet products but are banned or heavily regulated in human food due to the belief that they are carcinogenic. There is no place for artificial colourant in dog food, and these are linked to a number of adverse health and behaviour effects.